Kroger Launches New Delivery Platform 

Kroger Co. has introduced "Kroger Ship," a direct-to-consumer subscription service with perks including competitive prices, special deals and free home delivery on orders over $35. 

Kroger Ship initially launched in Cincinnati, Houston, Louisville and Nashville. The retailer anticipates rolling out the service to additional markets over the next few months.

Ship subscribers will receive exclusive promotions and price offers. All orders under $35 will carry a flat shipping fee of $4.99 after a free launch period; first-time users receive 15% off their initial order. 

The service "is our next step in creating a seamless experience that allows customers to shop when and how they want," said Kroger chief digital officer Yael Cosset. "[It] complements and joins our 2,800 grocery stores, 1,250 curbside pickup locations, and delivery service from 1,200 locations."

During the first phase of Kroger Ship, shoppers can choose from a curated selection of 4,500 private label products that are not available elsewhere online, along with roughly 50,000 center-store packaged foods and household essentials.  

"Kroger's e-commerce platform expands our offering beyond the physical store to include even more products,” added Cosset. “Along with staples and customer favorites, Kroger Ship will carry bulk and additional sizes and focus on Our Brands, local and international foods, specialty items, and health and wellness products."

Frank Bruni, vice president of supply chain and procurement, said Kroger is building on its already expansive logistics and fulfillment infrastructure to support Ship's rapid rollout. "With the support of Our Brands and Kroger's suppliers, our vision is to build a seamless e-commerce system that offers an ever-growing number of products and allows Kroger to ship nationwide." 

The new service is another initiative in the retailer's ambitious "Restock Kroger" initiative.